品牌是一个综合、复杂的概念,它是商标、名称、包装、价格、符号、声誉、广告风格的总和,是消费者与产品之间的桥梁。品牌的价值不是企业自己确定的,而是存活在消费者心目中。综观当今世界著名品牌,无不因品牌的文化内涵而行销全球。品牌营造的特有的品牌文化意境,易被消费者认同和接受。事实证明,强势品牌最终可以影响人们的生活态度和观点,从而为企业带来长久的效益。为此,本刊针对创业初期的品牌建设问题进行了一番调查和分析,希望能给创业者一些启发。 Brand is a comprehensive and complex concept. It is the sum of trademarks, names, packaging, prices, symbols, reputations, and advertising styles. It is a bridge between consumers and products. The value of the brand is not determined by the company itself, but it lives in the minds of consumers. Looking at today’s world famous brands, are all due to the brand’s cultural connotation and marketing the world. The unique brand cultural concept created by the brand is easily recognized and accepted by consumers. Facts have proved that a strong brand can ultimately affect people’s attitudes and perspectives on life, which will bring long-term benefits to the company. To this end, the Journal conducted a survey and analysis of the brand building issues in the early days of the venture, hoping to give entrepreneurs some inspiration.